By John Haydon

Facebook is testing a new fundraising app that just might make giving as “social” as liking, commenting, and sharing.

Called “Fundraisers,” the app will include a set of fundraising features for charities and nonprofits:

• Share fundraising campaigns with Page followers
• Use photos and video to tell fundraising stories
• Track progress toward a campaign or project
• Update supporters when fundraising goals are achieved
• Customize donation amounts
• Get donations via credit card or PayPal

But this isn’t the first time Facebook has dabbled with fundraising features:

• In 2012 Facebook recommended a few third-party apps for fundraising.
• In 2013 Facebook tested a Donate Button that never really took off.
• In January of 2015, Facebook launched a Call-to-Action button for Pages that includes a“Donate” option.
• More recently Facebook has partnered with large charities on campaigns like fighting Ebola (below) and the Nepal earthquake.

A Donate Button for the News Feed

Fundraisers puts the donate buttons where it matters – in the News Feed! This lets people donate directly from their news feeds instead of having to visit the Page (which rarely happens).

Below is a fundraiser for the Syrian Refugee Crisis that allows users to choose a specific donation amount. According to Facebook, users will be able to donate and share fundraisers in just a few taps.

And here’s a video demo of the donor experience:

Introducing New Tools for Nonprofits from Facebook on Vimeo.

Fundraiser is being tested with Mercy Corps, World Wildlife Fund, and 35 other nonprofits in the U.S. and will expand that list soon. You can sign up to get news about the rollout.

John Haydon delivers social web strategy solutions for “the quick, the smart, and the slightly manic.” Curious? Then connect up: Contact John by email, see his profile page, visit the John Haydon blog, follow him on Twitter and Google Plus or leave a comment.

This work is licensed under a Creative Commons Attribution 3.0 Unported.